Desktop Leads for E-Commerce Sales, But Mobile Remains Key Driver

Research by people-based marketing specialist Signal suggests desktop still has the strongest grip on how consumers are completing purchases.

Taken at face value, the findings could have significant implications for advertisers who are already preparing for the festive season, says Signal, with the survey of 2,000 UK consumers unearthing desktop as the most frequently used channel (54%) for purchasing gifts.

‘In-store’ was the second most popular destination for final purchases, among 34% of consumers, while just 6% of shoppers said that mobile phones were their favourite method of browsing for gifts - that figure sat at 8% for tablets.

Behind-the-scenes

However, despite still having a propensity to use desktop for making a final purchase, the importance of mobile in driving end sales shouldn’t be discredited, with the channel likely playing a much more crucial role in purchasing decisions than the findings imply.

In fact, another study released by Tradedoubler last week suggests that while 80% prefer to buy on a PC, 49% use mobile to research items bought via alternative channels.

Taking an inverse view on Signal’s findings, the fact that consumers are not necessarily aware of the role it plays could be testament to the success of retailers becoming more “seamless” in their cross-channel experiences.

Despite this, there’s still much that brands and agencies can do in an effort to tip consumers over the line on mobile. According to Signal, nearly a third (30%) of consumers claimed mobile-specific discounts would encourage them to buy via the channel, in addition to easier purchasing methods, such as one-click and click & collect (20%).

“Retailers should consider how to take friction out of the mobile experience to better serve consumers on the go, especially as mobile-loving millennials continue to gain buying power,” commented Neil Joyce, Signal’s SVP & managing director EMEA.

Mark Jones

Mark manages all aspects of editorial on PerformanceIN as the company's Head of Content, including reporting on the fast-paced world of digital marketing and curating the site’s network of expert industry contributions.

Going by the ethos that there is no 'jack-of-all-trades' in performance marketing, only experts within their field, Mark’s day-to-day aim is to provide an engaging platform for members to learn and question one another, helping to push the industry forward as a result.

Originally from Plymouth, Mark studied in Reading and London, eventually earning his Master's in Digital Journalism- before making his return to the West Country to join the PI team in Bristol.